Ten months ago, a simple yet powerful idea was born. What if ordinary young South Africans could pool their resources, talent, and vision to build something they owned collectively? What if the dream of entrepreneurship wasn’t reserved for a select few, but was instead crowd-funded and nurtured by the very youth who would benefit from it?
That idea became We Are Squad — a bold step into the footwear and apparel industry, funded and owned by young people who believe in shaping their own future. It started as a vision of sneakers and clothing, but it quickly became a statement: young South Africans are capable of not just consuming global brands, but building one of their own.
A Milestone Partnership
Today, that vision has taken a major step forward. We Are Squad has officially merged with Orlando Sneaker Care Technicians (OSCT), a successful and well-established sneaker laundry business rooted in Soweto.
This merger represents more than growth; it is a strategic move that transforms We Are Squad from being just a footwear and apparel business into a full ecosystem. By joining forces with OSCT, we now combine sneaker production, apparel, and aftercare under one banner. It means that when customers invest in our brand, they invest in a complete culture — from the shoes they wear to the care and longevity of those shoes.
Our First Stores
The merger has already translated into physical spaces where this vision lives. Our first sneaker laundry stores are now open in Soweto:
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11872 Tsoene Link, Pimville Zone 9, 1808 (opposite Old Virgin Active, Maponya)
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1614 Molahloe Street, Orlando East, Soweto, 1804
These locations are more than shops. They are hubs of youth enterprise, community collaboration, and a showcase of what is possible when ideas meet action. They represent the first steps in building a brand that is both local and global in outlook, proudly born in the townships but ready to take its place on the world stage.
More Than Sneakers
We Are Squad is not only about footwear or apparel. It is about ownership. It is about collaboration. It is about creating opportunities for young South Africans to demonstrate what is possible when they unite around a shared vision.
In just ten months, what started as an idea has become a living, breathing business with real locations, real customers, and real impact. And this is just the beginning.
We Are Squad. Youth-owned. Youth-funded. Youth-driven.
